Pengaruh Atribut Produk Dan Word Of Mouth Terhadap Niat Beli Dengan Sikap Merek Sebagai Variabel Mediasi (Kasus Pada Merek Eiger)

Nur Hidayat, Wahyu and , Kussudyasarna, S.E., M.Si., Ph.D (2022) Pengaruh Atribut Produk Dan Word Of Mouth Terhadap Niat Beli Dengan Sikap Merek Sebagai Variabel Mediasi (Kasus Pada Merek Eiger). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of product attributes and word of mouth on purchase intention with brand attitude as a mediating variable (the case of the Eiger brand). The population of this research is the people of Soloraya and the sample in this study is 126 respondents. The type of data used in this study is primary data. Methods of collecting data using a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. The results showed that product attributes and word of mouth had a positive and significant effect on purchase intentions mediated by brand attitudes.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Attributes, Word of Mouth, Purchase Intention, Brand Attitude
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	WAHYU NUR HIDAYAT
Date Deposited:	14 Jul 2022 02:02
Last Modified:	14 Jul 2022 02:02
URI:	http://eprints.ums.ac.id/id/eprint/101345

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